UK fans avoid the ‘roar before the score’ as late kick-offs change viewing, EE research reveals
UK football fans anticipate disrupted viewing habits due to late-night matches at the 2026 tournament, with over 80% adjusting how they watch live games, prioritising real-time access and reliable connectivity.
The useful question is what changes for users, developers or buyers, and whether the announcement stays industry context or becomes something people can actually use.
UK football fans are adapting to late-night matches at the 2026 tournament hosted across the US, Canada and Mexico, with over 80% of UK viewers saying the timing will affect how many matches they watch live. A quarter plan to watch only key games live, while others may rely more on highlights or updates. The shift reflects changing viewing habits, particularly among younger fans who are less likely to use traditional TV broadcasts. Reliable connectivity is now a top priority for most fans.
More than four in five UK fans (82%) say they would be frustrated if a stream cut out during a key moment like a goal, with nearly a quarter (23%) saying it would ruin the match entirely. Nearly 80% are concerned about hearing about a goal before seeing it on their own screen, whether through notifications or nearby celebrations. Delays are also a major issue, with 93% emphasising the importance of minimal delay when watching live matches. These concerns highlight the growing demand for seamless, real-time viewing experiences.
Younger fans, aged 18–24, are increasingly turning to social media (43%) for updates or highlights, while only 30% expect to use traditional broadcast TV. To avoid spoilers, 76% of fans plan to take steps such as muting notifications or avoiding social media and news apps. The basics of the viewing experience remain critical, with fans ranking no buffering, no delays and better picture quality as the most important factors when streaming live sport.
Late-night kick-offs may also change where people watch, with fewer fans opting to watch in pubs or fan zones. However, the shared experience remains important, as a third of fans regularly use a second screen while watching live sport. Two-thirds (66%) say a reliable mobile or broadband connection will be extremely or very important to their experience, underscoring the need for seamless connectivity during the tournament.